Known for its scented aroma and rich taste, this special class of rice is grown in Assam and is used for desserts. Joha Rice is cultivated in the North-East setting of India and has cemented its reputation as state-of-the-art rice. Unlike basmati, it has a sensitive texture and entails high antioxidants.

The high demand for Joha rice is due to its unique aroma and grain type establishing Joha as brand equity. The perfect weather condition works well in adding exquisiteness.